From Japan a super crazy and super cool campaign by Sony to promote a new vehicle navigation system. The idea is very simple an it is inspired by something we (almost) all do in the car when we drive with our friends or even by ourselves: we sing.
The campaign is an online audition to pick the best performers singing in the car. Not only the videos get uploaded on Sony's website, but the best ones also will become part of the TV spot that will go on air as from mid-December.
This is definitely a perfect example of interactive TV content created with consumers help.
If you visit the website probably you won't understand much about the NA-VU technology (it's a navigator with digital TV functionalities also playing music and videos), but you will surely have a lot of fun and feel positive energy. People really loved the initiative and got crazy to get one minute of fame: you will see mums with kids, families with kids playing the sax, friends, singles, singles with dogs, couples with cats and much more. In December the best audition will be awared with the value of ten years of holidays based on government estimate (about $9,500).
Singing in the car it's fun and it's a great way to drive consumers' engagement, not only among those who decide to actively participate, but also for those who simply enjoy the outcome of the campaign.